期刊名称：Journal of Business and Social Review in Emerging Economies
印刷版ISSN：2519-089X
电子版ISSN：2519-0326
出版年度：2020
卷号：6
期号：3
页码：999-1014
DOI：10.26710/jbsee.v6i3.1334
语种：English
出版社：CSRC Publishing
摘要：This study develops an empirical examination of brand personalities in cellular phone sector of Pakistan as a predictor of customer satisfaction. The purpose of this research is to develop a framework that how brand personality of cell phone can increase the level of customer satisfaction. This study also aims to test the moderating role of demographic characteristics (Gender and Age) in the relationship between brand personalities and customer satisfaction. A sample of 300 cell phone users from 5 cities of Pakistan is selected .Based on the survey of consumers of cell phones;the authors checked the effect of brand personality on customer satisfaction. Moderation Analysis was used to check the demographic characteristics effect (Gender and Age) on satisfaction and brand personality relationship. Results indicated that due to different dimensions of brand personality of cell phones,customer observed massive satisfaction level. So,since customer faced more satisfaction,they signified more intention towards brand. Further,our research also confirmed the moderating role of Customer Age. This study reveals that when cell phone manufacturing companies invest the human characteristics into their brand so that personality of their brand can develop,their customers can be more loyal towards organization and their level of satisfaction increased. Marketers and Brand Managers must develop marketing and advertisement activities in line with the personality of their cell phone brands. Originality / Value - Literature on post-purchase behavior and brand personality reveals that how different dimensions of brand personality can increase customer satisfaction and the role of age as a moderator. Our research adds to the literature of brand personality.
关键词：Brand Personality;Customer Satisfaction;Customer Gender; Age
